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Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Published by Universitas Brawijaya
ISSN : 2963329X     EISSN : 2963329X     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Publish all forms of quantitative and qualitative research articles and other scientific studies related to the field of Marketing Management and Consumer Behavior.
Arjuna Subject : Ilmu Pengambilan Keputusan (semua kategori) - Ilmu Manajemen dan Riset Operasi
Articles 359 Documents
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The Role of Location, Product Quality, And Service Quality on Customer Satisfaction in The Culinary Sector Orlendo, Enosa khalfani; kurniawati, Desi Tri
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.13

Abstract

The culinary sector plays a significant role in the tourism industry and serves as one of the key drivers of economic growth. In an increasingly competitive business landscape, prioritizing customer satisfaction is crucial for businesses to retain and foster customer loyalty. This research aims to determine the influence of location, product quality, and service quality on customer satisfaction. Method used in this research is quantitative, employing a survey approach with 120 respondents. The research results indicate a t-statistic significance value for Location < 0.05, leading to the conclusion that location has positive and significant effect on customer satisfaction. Subsequently, the t-statistic significance value for Product Quality < 0.05 suggests that product quality also has a positive and significant effect on customer satisfaction. However, the t-statistic significance value for Service Quality > 0.05 indicates that service quality does not have a significant effect on customer satisfaction. Based on the aforementioned, it can be concluded that Hypotheses 1 and 2 of this study are accepted, and Hypothesis 3 is rejected. These findings imply that restaurants need to pay attention to strategic location and good product quality, with the aim of creating customer satisfaction that can strengthen business sustainability in the culinary sector.
Building Customer Loyalty: The Role of Price Perception, Product Quality, and Packaging Quality Afiffuddin, Muhammad Abyan; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.24

Abstract

Customer loyalty is a crucial aspect in maintaining business sustainability, especially for agribusiness enterprises such as Karya Lestari Farm. This study aims to analyze the influence of price, product quality, and packaging quality on customer loyalty. The method used is explanatory research with a quantitative approach. The population of the study consists of consumers of Karya Lestari Farm, with a sample of 180 respondents obtained through purposive sampling. Data were collected through questionnaires and analyzed using instrument tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing with the assistance of SPSS version 22 for Windows. The results show that all three variables, namely price, product quality, and packaging quality, have a significant and positive influence on customer loyalty. These findings affirm that these aspects are important determinants in building and maintaining consumer loyalty. The implication of this study encourages Karya Lestari Farm to focus on setting competitive prices, improving product quality, and creating attractive packaging designs to strengthen long term relationships with customers.
The Influence of Customer Experience on Interest in Purchasing Game Items on Mobile Legends Mediated by User Game Engagement Saputra, Dimas Candra; Parwati, Kardina Yudha
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.11

Abstract

Increasing competition in the mobile gaming industry requires companies to continue innovating in order to maintain user interest. Mobile Legends, as one of the most popular games, faces the challenge of declining revenue and user numbers, indicating the need for a new approach to increasing in-game item purchases. This study aims to investigate the influence of customer experience on the intention to purchase game items in Mobile Legends, mediated by user game engagement. The research method used is quantitative with an explanatory approach. This study employs a sample of 210 respondents through an online questionnaire distribution. Respondents were Mobile Legends users in Indonesia who had played the game within the past six months and were at least 18 years old. Data analysis in this study used Partial Least Square (PLS) with the SmartPLS 4.1 programme. The results showed that customer experience had a positive and significant effect on the interest in purchasing game items and on user game engagement. Additionally, user engagement also has a positive and significant effect on the intention to purchase game items. These findings indicate that user engagement acts as a partial mediator in the relationship between customer experience and the intention to purchase game items. The managerial implications of this study highlight the importance of enhancing user experience and engagement within the game to drive the intention to purchase game items.
Implementation of Clustering Based on Perceived Value in Determining Consumer Segmentation Hakim, Muhammad Adam Daffa Al; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.10

Abstract

 Amidst the increasing competition in the optical business in Palembang City, companies must develop and implement effective marketing strategies to survive in a competitive market. Therefore, marketing strategies need to be developed using a structured and data-based approach so that companies are able to understand consumer behavior and preferences. This problem-solving study aims to analyze consumer segmentation of Cinta Kacamata, an optical shop that is the object of the study, using the cluster analysis method. Through cluster analysis, this study successfully identifies four consumer clusters with different characteristics in choosing and buying eyeglass products. Understanding the differences in characteristics of each cluster helps the company develop a more specific and relevant marketing strategy, in accordance with its segmentation, targeting, and positioning. The right strategy allows Cinta Kacamata to increase competitiveness, attract more customers, and maintain consumer loyalty. Thus, the results of this study serve as the basis for the company to make strategic decisions to increase marketing effectiveness and business growth amidst increasingly tight competition.
Purchase Decisions Influenced by Product Quality, Price Perception, and Service Quality Yuwanna, Indy; Tarigan, Chatarina Yunita
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.09

Abstract

The increasing competition in the coffee shop industry has encouraged local businesses to continuously improve their product and service quality to meet consumer expectations. This study aims to examine the influence of product quality, price perception, and service quality on consumers who had visited Kopi Pintu Taman at least once or twice. Data were collected using a structured questionnaire and analyzed through multiple linear regression using SPSS 25. the findings indicate that all three variables have a significant and positive impact on purchasing decisions, with product quality being the most dominant factor. These results imply that small and medium sized coffee shop businesses must maintan high product standards, fair pricing, and consistent service to enhance cosumer satisfaction and remain competitive. This research provides insights for practitioners in the food and beverage sector and contributes to the existing literature by highlinghting consumer behavior in local coffee shop contexts.  
Urge To Buy Impulsively Among Generation Z: The Influence Of Visual Appeal And Portability With Hedonic Browsing As A Mediating Variable Fakhriyah, Widya Shafanisa; Ismail, Taufiq
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.07.

Abstract

To improve the effectiveness of marketing strategies, it is essential to understand the factors that drive impulsive behavior, such as visual appeal and portability. This quantitative explanatory study investigates the influence of visual appeal and portability on the urge to buy impulsively on the Shopee application, with hedonic browsing as a mediating variable. Using a non-probability sampling method with judgment sampling, 130 Generation Z Shopee users were selected as respondents. The data were collected through an online questionnaire and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS to examine the relationships among variables and determine their structural positions. Through outer model testing, inner model testing, and hypothesis testing, this study reveals that (1) hedonic browsing has a significant positive effect on the urge to buy impulsively, (2) visual appeal and (3) portability significantly and positively affect hedonic browsing, (4) visual appeal has a significant positive effect on the urge to buy impulsively, and (5) hedonic browsing mediates the indirect effect of visual appeal on the urge to buy impulsively. These findings enable marketers and e-commerce developers to optimize the visual appeal and portability of applications to create an enjoyable shopping experience that encourages impulsive purchasing behavior.  
Assessing Salesperson Performance through Selling Capability and Experience Sirait, Johanes Christanto Hasian; Ismail, Taufiq
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.07

Abstract

This study aims to examine the effect of Adaptive Selling Capability, Customer Networking Capability, and Sales Experience on Salesperson Performance. Employing a quantitative approach, the study involved 73 salespersons from Project ABC at PT. XYZ was selected through census sampling. Primary data were collected via questionnaires and analyzed using SPSS version 26. The findings reveal that all three independent variables significantly and positively affect salesperson performance. This suggests that greater adaptability in sales approaches, stronger customer networking capabilities, and broader sales experience contribute to enhanced performance. This research offers valuable insights for companies aiming to improve their sales force and contributes to the body of knowledge in sales management, particularly in the B2B pharmaceutical industry context.
Purchase Interest In Beauty Industry: Role Of Brand Image, Product, And Promotion Pujiyanto, Bagas; Hendrawan, Dimas
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.19

Abstract

This study aims to determine the role of brand image, product quality, and online promotion in influencing purchase interest. This study is based on a phenomenon that occurred at the MS Glow company. Annual surveys show that MS Glow experienced a significant decline in the ranking of facial care products in Indonesia. This study is a quantitative study with a descriptive approach. The research instrument used was a questionnaire with a sample of 170 young consumers in Malang City calculated using the hair formula and determined using a non-probability sampling technique. The data in this study were processed using the SPSS application with multiple linear regression analysis methods. The findings of this study are that product quality does not significantly influence purchase interest, brand image has a positive and significant effect on purchase interest online promotion has a positive and significant effect on purchase interest. The practical implication of this study is that companies must focus on developing and maintaining brand image and online promotion to be able to create purchase interest from consumers.
Unlocking User Satisfaction: The Dynamic Impact of Service Quality, Brand Image, and Promotion on Gojek and Maxim Lionthiene, Via; Rohman, Fatchur
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.05

Abstract

This research aims to determine the influence of services quality, brand image, and promotion on customer satisfaction. This research uses an explanatory research type with a quantitative method. The sampling technique used is non-probability sampling with a purposive method applied to 300 respondents, dividen into 150 respondents for Gojek and 150 respondents for Maxim. The characteristics include using Gojek or Maxim online transportation services more than once, being 18 years old or older, and residing in Malang City. This research uses a sample data of 300 from the population of Gojek and Maxim customers in Malang City. The analysis used is IBM SPSS 25.0. This research employs SPSS 25 software by conducting ANOVA and multiple linear regression analysis. The results show that services quality partially has a positive and significant effect on customer satisfaction Gojek, while at Maxim partially service quality has no effect on customer satisfaction. Brand image partially has a positive and significant effect on customer satisfaction Gojek and Maxim. Promotion partially has a positive and significant effect on customer satisfaction Gojek, while at Maxim partially promotion has no effect on customer satisfaction.
The Influence of Brand Image, Product Quality, And Price on Purchase Intention for Skintific Products Diana Nurfita; Basuki, Ananto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.13

Abstract

This study aims to determine the influence of brand image, product quality, and price on the purchase intention of Skintific products. This is an explanatory research study that explains the causal relationship between variables through hypothesis testing. A sample of 84 respondents was obtained using a non-probability sampling technique with a purposive sampling method. The data used were primary data collected from questionnaires using a five-point Likert Scale. The analysis tool used was the Statistical Package for the Social Sciences (SPSS) to perform validity, reliability, classical assumption, and multiple linear regression tests. The findings of the study show that brand image, product quality, and price each have a positive and significant effect on purchase intention. Furthermore, brand image, product quality, and price simultaneously have a significant effect on purchase intention. This research suggests that the Skintific brand should make brand image, product quality, and price its main strategy in an effort to attract consumer purchase intention and win the competition.

Page 34 of 36 | Total Record : 359

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